Have you ever searched, successfully found the product you were after on a website, popped it into the shopping cart and then eventually left the website?
This is called “cart abandonment” in the “trade”
There is some recent research that I think is very interesting. Research carried out by LivePerson. The online chat company. They have surveyed thousands of shoppers across Europe, the UK and the States.
An extract about shopping cart abandonment follows;
“Faced with a plethora of competitive website options, shoppers are becoming more demanding in their online shopping preferences. If they can’t find what they need easily or access help quickly and effectively on a website, they will go elsewhere. Customer engagement is known to increase customer spend and loyalty, and is paramount in the quest to reduce abandonment rates.
The top reasons for abandonment of online purchases:
– Unexpected delivery costs. (70%)
– Lack of information about product/service/delivery (56%)
– Navigation difficulties (46%)
– Difficulty with online customer service/support, e.g.,wanting to ask a question or not finding the answer (37%) and difficulty in getting any help on the website (30%)
– 83% admit they need some form of support during their online journey
– 51% either try once or give up immediately when seeking help before an
– 71% expect to be able to access help when purchasing online within five minutes – 31% expect help to be immediate
– If a response is not delivered in the expected timeframe, 48% of shoppers will either go elsewhere or abandon the purchase altogether”.
Clearly then, there are multiple reasons why web visitors abandon a proposed purchase on a website.
You need to look closely at the statistics on your website and then consider carefully if your drop off rate is acceptable given the user trends highlighted by LivePerson. For more information on this research please visit www.liveperson.com.